2.
the subtle allure of technology promises convenience, immediacy, interactivity, and mobility Speed, like power, is everywhere in the era of new mobile modernities and mobile city cultures…especially evident in sporting cultures and more specifically in mediatized sporting events (Redhead, 2007: p226) To communicate, purchase, learn and even vote all that isrequired is the press of a button, click of a mouse or swipe of a touchscreen. These are velocity interactions permitting communication and circulation of content across continents and a contracting globe

3.
The Olympic Games is a media platform with an assumeddominant narrative; the IOC, Games organizers, sponsors and athletic federations attempt to defend the narrative against counter narratives a problem for the Olympics is that there is some ambiguity over the ownership of the Olympic Games platform and the narrative. Who owns it? Is it the IOC, the organizingcommittee, the host city or nation, or the sponsors?" (Horne & Whannel, 2010, p762)

9.
Immediacy Speed, of communication andrepresentation, is a prominent feature of the accelerated mega event spectacle, creating challenges of narrative control and management for event owners and corporate sponsors alike

11.
Networks and connectedness The project intentionally adopted adecentralized and distributed structure, where heterogeneous actors could network and amplify their messages through a shared communication platform

17.
Concluding thoughts as boundaries blur between new and established media, consumers(or citizens) enjoy the play of liberation such technologies bringwhilst established media institutions struggle to cope with anamorphous and deterritorialising medium institutional strategic narratives and control attempts collide withthat of digitally empowered citizens, producing counter movementsthat organises, mobilises and amplifies locally-derived content lowering the threshold for involvement using everyday digitaltechnologies, effective coordination and immediate amplification ofkey messages transforms the individual into an agent of acceleration